September 17 – Manchester City have expanded their long-running relationship with SeatGeek into a global partnership, keeping the US ticketing technology company at the heart of the club’s matchday and hospitality operation.
City have used SeatGeek’s platform since 2018 to power ticketing at both the Etihad Stadium and the women’s Joie Stadium, covering matches, hospitality and concerts. The new agreement turns what had largely been a technology supplier relationship into a wider commercial partnership.
City will continue to control the direct sale and resale of their tickets, with SeatGeek providing the technology behind purchases and ticket management through the club’s website and app. Its branding will now also appear across City’s digital channels and inside the stadium.
The US will be a particular focus for SeatGeek, which already works across an American family of elite sport – NFL, NBA and MLS – as well as with sports back across the pond too. City, meanwhile, have made North America a priority commercial market.
Greg Swimer, Chief Technology Officer at City Football Group, said: “Continuously investing in the best technology to improve the online ticketing and membership experience for fans is a key priority for Manchester City.
“We have worked with SeatGeek for a number of years as our trusted ticketing technology provider and it’s fantastic to further integrate our two brands with the announcement of this global partnership. We look forward to continuing to work together over the coming years.”
The extension also lands while the operation around the Etihad is getting considerably bigger.
City extended their deal with Qualtrics this week to measure supporter and visitor experiences across the Campus, while the new 401-room Medlock hotel has opened as part of the wider £300 million redevelopment. SeatGeek’s role now stretches across an estate designed around football, hospitality, concerts and year-round events rather than matchdays alone.
Jordan Hitchen, Regional Director, EMEA at SeatGeek, said: “Manchester City has worked with us since 2018, and we’re proud to continue that work through this new global partnership. Together, we’ve used technology to make ticketing more efficient and deliver a better experience for fans, and there’smore to come in the years ahead.
“Manchester City’s ambition and commitment to innovation align closely with our own, and we look forward to continuing to evolve the technology and experiences we provide across the Club’s matchdays, hospitality and events, while bringing our two brands closer together on a global stage.”
Contact the writer of this story, Harry Ewing, at harry.ewing@insideworldfootball.com